New DMA E-Mail Initiatives

The Email Experience Council (EEC), the Direct Marketing Association’s (DMA) e-mail marketing arm, has announced it is taking over guardianship of the Email Measurement Accuracy Coalition (EMAC), which has been working to establish e-mail marketing measurement standards. Formed in April 2007 at the behest of concerned industry leaders, the group has been overseen by David Daniels, vice president and research director of JupiterResearch and EMAC executive director.

Said Daniels, "We’ve accomplished our main mission, which was to standardize the definition of e-mail delivery metrics. But there’s plenty of work yet to be done, and it makes the most sense for that work to continue under the EEC umbrella."

The EEC has also announced the launch of a new roundtable called the Digital Lifestyle (DLS) Roundtable. The DLS Roundtable will focus on breaking down channel-specific silos for digital channels such as e-mail, and enabling collaboration in message design that supports a consumer’s digital lifestyle.

Jeanniey Mullen, EEC founder, will lead this initiative. "The DLS is the next step in our efforts to reinvent and demonstrate the impact of e-mail," Mullen commented. "It is a testament to the manner in which e-mail has become ingrained into the consumer’s digital lifestyle. It’s the next stage of e-mail marketing as it integrates with mobile, blogs, social networks, RSS, and digital publishing platforms. It increases the sense of community, connections, and convenience."

Mullen made the announcement today during the EEC’s inaugural Email Evolution Conference, which is being held at the Sheraton Hotel & Marina in San Diego this week.